The duo's tour launch -- and hot new track 'Grindin'' -- pushes Drake up the Social 50 chart. Plus: Zendaya returns and Jacob Whitesides debuts.
Drake experienced notable social gains during the charting week (ending Aug. 10) as his joint tour with Lil Wayne kicked off on Aug. 8 in Darien Lake, N.Y. The Street Fighter-inspired Drake vs. Lil Wayne trek launched with the release of a new collaboration track, "Grindin'," which the pair performed on opening night. It quickly reached the No. 1 spot on the real-time Billboard + Twitter Trending 140 chart for the following two days.
The track's volume of activity also triggers its No. 12 debut on the weekly Billboard + Twitter Top Tracks chart. "Grindin'" is expected to appear on Lil Wayne's forthcoming album Tha Carter V, due Oct. 28.
In turn, the buzz around the track and the tour causes Drake re-enter the Social 50 at No 28.
The Social 50 incorporates the following metrics: weekly additions of fans across Facebook, Twitter, YouTube and Instagram; reactions and conversations across Twitter, YouTube, Instagram and Facebook; and views to an artist's Wikipedia page, according to music analytics provider Next Big Sound.
Drake returns thanks to a 30 percent rise in weekly Wikipedia page views and a 344 percent rise in reactions on Instagram, where he adds 71,000 new fans for the week. The rise in engagement on Instagram is also partially owed to an increase in the volume of images posted to his account.
Twitter went bananas, too, as Drake's account tallied a 215 percent rise in weekly retweets and a 79 percent increase in mentions of handle @Drake.
Twitter activity is also responsible for Zendaya's re-entry at No. 33 as she receives a 383 percent increase in mentions on Twitter due to her popularity at the 2014 Teen Choice Awards (Aug. 10).
Further down the list, singer/songwriter Jacob Whitesides debuts on the Social 50 at No. 48 after the release of his new single "You're Perfect" on Aug. 5. Whitesides hails from Knoxville, Tenn., and has grown his online following by posting covers on his YouTube channel, where he has more than 190,000 followers. He scored a 293 percent rise in Instagram reactions (where he promoted the release), which is mostly responsible for the entry.
Recapping the Social 50 top 10, Justin Bieber, Miley Cyrus and Beyonce remain in the Nos. 1-3 positions for another week, while Nicki Minaj continues to rise, moving 6-4. The always-social Minaj remained engaged on Instagram, where her official account's posts (replete with imagery tied to her new single "Anaconda") collected 10.8 million likes (up 36 percent) in the week ending Aug. 10, according to Next Big Sound.
One Direction rebounds 19-5, returning to the top 10 after a one-week hiatus thanks to Instagram pictures uploaded throughout their three-day stint (Aug. 7-9) at Gillette Stadium in Foxborough, Mass. Selena Gomez also climbs (7-6), causing 5 Seconds of Summer to dip 5-7 along with Ariana Grande (4-8) and Tyrese (8-9). Jennifer Lopez ascends 14-10 to anchor.